ADVERTISING & PR
SPONSORED BY: CERIS BURNS INTERNATIONAL
AI and its impact on PR and marketing Ceris Burns, Managing Director of Ceris Burns International, shares insights.
Artificial intelligence (AI) technology has seen a significant boom in recent years, with a fast- evolving number of tools to help us work smarter and more efficiently. Enabling the simulation of human intelligence in machines that are designed to think and act like humans, it’s now being used in various industries including healthcare, finance, manufacturing and within the cleaning sector.
But how much do we really know about it, is it being widely adopted and if not, why not? I
assess its impact on PR and marketing practice, and how it can help you to communicate your business strengths more effectively.
AI and its capabilities in communications activity
There are many ways that AI can be used to improve the efficiency and effectiveness of PR campaigns and strategies. These include generative tools to aid research and planning, content creation and fine-tuning of messaging, social media management, influencer mapping, image and video creation, media analysis, and measurement and evaluation.
AI is a rapidly evolving field. Some of the top tools available to support communications activity include:
• ChatGPT for content creation • Midjourney for image creation • Notion for relationship management • Machine Learning Google Sheets for data management • Buzzsumo for social media management
• Microsoft CoPilot for data analytics and administrative tasks such as reporting
• Google Gemini (under development) for content creation/search engine optimisation
Challenges and opportunities
While AI offers numerous benefits such as aiding processes, providing data-driven insights and enriching creative ideas, it also poses a variety of challenges.
Care and judgement need to be exercised on issues such as copyright, impersonation, bias, duplication of content,
privacy and security, which all have the potential to damage company reputation. Earning customer trust takes a long time, and a brand’s reputation can be tarnished very quickly through poor decision making.
Google’s ‘Helpful Content Update’ means that information that’s totally generated by AI is likely to be penalised by being removed from search results. Google has indicated that if extensive automation is being used to produce content on many topics, this is likely to be a warning sign that information is unhelpful or unsatisfying. Content needs to be high-quality and put people first.
The human element remains essential
Ultimately, human beings are responsible for the content you put out. People will still need to make decisions about whether the outputs generated are correct and provide creative and critical thinking. It’s clear that AI doesn’t provide a solution to poor decision making. Embracing these technologies will require appropriate training and a thoughtful and ethical approach, following the same exacting standards you should follow in any communications activity.
Another risk is that, as we move towards using more AI tools, our actual contact with stakeholders could become less. Face-to-face interaction remains an important way to reach people. Networking
events, industry debates, exhibitions and conference presentations are all highly effective and valuable ways to raise your profile.
Good counsel counts You may be able to use some of these
tools in-house. In fact, according to ‘The AI Marketing Benchmark Report 2023’, published on the Influencer Marketing Hub, 61.4% of marketers have
used AI in their marketing activities. However, their use needs to be carefully managed.
This is where PR professionals are well-placed to advise clients about the reputational implications of using AI. They should be involved in the communications decision- making process, to provide expert advisory support and strategic planning. In addition, any communications activity undertaken should always be in line with your overall business strategy, goals and objectives.
Adoption of AI tools and automation technology remains gradual, but the pace is growing. If you’d like support on how to maximise AI technology without putting stakeholder relationships and content at risk, please contact the team at Ceris Burns International on +44 (0) 330 004 0844, email
info@cbipr.com or visit the website below.
www.cbipr.com 24 | TOMORROW’S CLEANING PRODUCTS & SERVICES GUIDE 2024/2025
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